Adobe EyeTrackProposal
- 1. PRE-TEST Website and Print Study for Adobe Research Proposal – January 2012 Presented By: Kerry Inserra, VP Client Services, Eyetrackshop 2011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary 1
- 2. BACKGROUND AND RESEARCH OBJECTIVES PRE-TEST Background: Adobe wants to use EyeTrackShop’s patented biometric eye tracking methodology to test website ad effectiveness and print ad effectiveness in order to discover strengths and weaknesses in terms of visual effectiveness. Research Objectives: Test and pinpoint strengths and weaknesses in terms of visual effectiveness between various Adobe products within website or print ad environment. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2
- 3. PRE-TEST Three Ways Adobe Will Stimulate ROI and Lead Gen With EyeTrackShop • 1. Test and Target-Early AB testing (prior to launch) to retrieve objective data and intel on what consumers see and don’t see (pre-test online ads and/or print ads)-scientific validation (no opinions or guesswork) • 2. Determine if your creative is working functionally and delivering high impact messaging; How do colors, size, messaging, spatial layout, entice or compel a consumer into action- intent to purchase ? • 3. Accelerate client revenue growth by uncovering and highlighting creative, branding, or ad messaging inefficiencies that will help improve campaign performance-will this ad be relevant to intended target audience? Is intent to purchase strong?
- 4. CONTENT OF THIS PRESENTATION PRE-TEST • EYETRACKSHOP proposes a monadic approach in which the website or banner ad is tested and/or print ad is tested using one testing group per segment. • The results guarantee 20-30 quality eye tracking recordings in each test group, see methodology and output on slide 5-7 • Investment Breakdown, see slides 10-11 • Results are compiled in a comparative report, see sample reports on slides 12-15 and 16-22. 2011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary 4
- 5. METHODOLOGY PRE-TEST ETS builds mock-up of the …we send it to the respondents 1 package to be tested 2 anywhere in the world Respondents receive a mail on their …and given easy on-screen 3 web cam equipped computer… 4 information and instructions 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 5
- 6. METHODOLOGY PRE-TEST Respondent are asked to permit …and are guided into position 5 ETS access to the web cam… 6 with easy on-line tools… The stimuli is presented on the screen and …the survey ends with a short 7 respondent’s gaze is recorded 8 questionnaire 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 6
- 7. PRE-TEST Stimuli Collection & Sampling & Respondents take Eye Tracking Data Report Generation & Delivery of Report Building Test Test goes live the test Analysis Benchmark Comparison to Client Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 CLIENT Adobe receives the Adobe Submits: report with: • Stimuli • Heat maps • Screening criteria • Key Biometrics on regarding target Visualization audience(s). Effectiveness RESPONDENT Respondent Respondents • Receives test link are rewarded by • Gives permission to panel exchange activate webcam after companies. which his /hers eyes are calibrated • Performs the test during which his/hers gaze is tracked. EYETRACKSHOP EyeTrackShop: EyeTrackShop: EyeTrackShop: EyeTrackShop: • Builds the test(s) • Recruits • Receives the data •Report is automatically respondents via panel • Pupil features are generated and compared exchange companies detected through to benchmark database • Goes live with the patented algorithms • Manually analysis of the test • Hereafter follows a results manual quality check and supervision 7
- 8. DELIVERABLES PRE-TEST Biometrics on Visualization Effectiveness HEAT & OPACITY MAP Visualization of attention levels SEEN AOI Percentage of the respondents that look at certain areas of interest VISIT DURATION Time spent on different areas of interest 4 3 TIME TO FIRST FIXATION 2 How quickly does an area attract 5 respondents’ attention? 6 1 8 FIXATION ORDER In what order do respondents 7 look at the different elements? 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8
- 9. DELIVERABLES PRE-TEST EyeTrackShop’s Benchmark Database Eye tracking Metrics All stimuli tagged on variables, e.g. • Seen ad All key metrics are benchmarked to • Time to first fixation • Ad format/placement • Media EyeTrackShop’s Benchmark Database • Time on AOI • Product/Sub Brand • Fixation order • Branding vs. Direct response • Ad content/design, eg: • Person(s) in picture Survey Question Statistics • Product in picture • Brand recall • Price in ad • Message understanding • Logotype position • Activation/intention • Heading size • Date, time for survey Normative Data base 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 9
- 10. EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES PRE-TEST ONLY Visual Effectiveness Research YouTube-Client October 2011 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10
- 11. EXAMPLE REPORT Example ILLUSTRATIVE PURPOSES FOR Report PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY ONLY Visual Attention Pattern Statistics For Ad Eye Tracking Benchmark * Result SEEN AD 61 % 100 % AVERAGE TIME ON AD 1,02 s 1.85 s -out of those who saw the ad TIME TO FIRST FIXATION 2,72 s 0.65 s -out of those who saw the ad Questionnaire Benchmark * Result AD RECALL 31 % 60 % BRAND RECALL 58 % 97 % Less attention More attention * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 11
- 12. EXAMPLE REPORT Example ILLUSTRATIVE PURPOSES FOR Report PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY ONLY Opinion Intention (Have you changed your opinion about the (What is your relation to the advertiser after seeing this ad) product/service in this ad Non buyers Buyers Opinion change Benchmark * Result Relationship to content Benchmark * Result Yes, in a positive way 24 % 27 % I have bought it before and will do so again 25 % 73 % Yes, in a negative way 7% 0% I have bought it before but will not do so again 7% 13 % No 71 % 73 % I have not bought it before but will definitely do so 6% 0% I have not bought it before but might do so 31 % 10 % I have not bought it before and will not do so 40 % 3% * Benchmark, see method. * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 12
- 13. EXAMPLE REPORT Example ILLUSTRATIVE PURPOSES FOR Report PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY ONLY Method Study details Media: Youtube Age Gender Advertiser: McDonalds -18 9% Male 47 % Stimuli time: 10,00 s 19-24 30 % Female 53 % Benchmark category: SubChannel: Web Ad Search 25-34 20 % Benchmark amount: 272 35-49 31 % Research date: 2011-09-22 50+ 10 % No participants: 30 Sample– through panel exchange companies Eye Tracking – in the respondents own environment Stimuli– shown on the respondents computer Respondents are recruited from web panels In the survey respondents are asked permission to access their Stimuli are shown at the respondents computer and represents the target group. Respondents web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously. are rewarded for their participation by the calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire where panel company. through the web camera. respondents answers by clicking in their answer. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 13
- 14. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Visual Pre Test of Print Ad 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 14
- 15. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Wall Street Journal Satellite Office Zurich September 2011 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 15
- 16. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Visual Attention Pattern Satellite Office Less attention More attention 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 16
- 17. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Advertisement statistics Satellite Office Benchmark SEEN LOGO 50 % 52 % 38 % TIME ON LOGO 0.5 s 1s 0.5 s -out of those who saw the logo TIME TO FIRST FIXATION 7s 1.5 s 3s -out of those who saw the logo Benchmark figures are from 155 ads within category Print 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 17
- 18. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Fixation Order 5 5 1 3 3 2 2 1 4 4 Satellite Office 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 18
- 19. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Statements Which of the following statements do you agree with about this advert? Satellite Office Stimulus 1 Stimulus 2 It improves my opinion of the brand advertised I would like to see the ad again some time I have an increased interest in using the brand 59% 59% advertised People like me would like this advert It gives the feeling that what was said about brand was worthwhile 11% 7% 13% 11% 13% 11% 9% 8% 13% 8% 13% 5% I would mention points / impressions from the ad in conversation None of the above 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 19
- 20. EXAMPLE REPORT PRE-TEST FOR ILLUSTRATIVE PURPOSES ONLY Method Study details 100% Media: Wall Street Journal 80% Cell A - 153 questionnaire 60% / 15 eyetracking Stimuli time: 10 s 40% 20% Research date: 8-9 September 2011 0% Cell B - 151 questionnaire / 20 eyetracking Sample– through panel exchange companies Eye Tracking – in the respondents own environment Stimuli– shown on the respondents computer Respondents are recruited from web panels In the survey respondents are asked permission to access their Stimuli are shown at the respondents computer and represents the target group. Respondents web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously. are rewarded for their participation by the calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire where panel company. through the web camera. respondents answers by clicking in their answer. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 20
- 21. PRE-TEST THANK YOU! Kerry Inserra VP of Client Services, West Coast Kerry@eyetrackshop.com 925-285-1857 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 21